跨界创新或许能够为车企开辟新的道路。汽车与生活方式、娱乐IP的联合直播往往能够突破传统界限， 吸引更多的潜在消费者。如某自主电动汽车品牌与露营装备品牌联合进行的直播，通过场景化展示车辆 功能，如车内空间布局、储物能力、户外用电等，让观众在轻松愉快的氛围中了解车辆的特点和优势， 实现了观看量与转化率的双重提升。这种"产品即场景"的策略，比单纯罗列技术参数更具吸引力，更能 触动消费者的心。 在数字化营销的浪潮中，直播已经成为车企推广不可或缺的一部分。从最初的新奇尝试到如今的常 态化运营，直播凭借其即时性、互动性和场景化的特点，为车企开辟了全新的营销渠道。然而，随着竞 争的加剧，一种追求"时长即正义"的直播模式正在行业中悄然蔓延——连续8小时直播已成标配，三天 三夜的"耐力赛"也不再稀奇。这种马拉松式的直播究竟是创新营销的勇敢尝试，还是资源浪费的无谓消 耗？汽车分析师王坤指出："直播应作为辅助手段，核心是解决用户痛点（如产品知识、售后服务）， 而非单纯引流。"当镜头前的主播机械重复着产品参数，当观看人数断崖式下跌，当投入产出比日益失 衡，我们不得不深入思考：车企是否在直播赛道上迷失了方向？ 从技术秀到话术战的演变 ...

Core Insights - The Australia-China trade relationship is leveraging live streaming as a new paradigm for cross-border cooperation, particularly highlighted during the 2024 China International Import Expo (CIIE) [1][2]. Group 1: Event Overview - The 2024 CIIE will feature a record number of over 250 Australian companies across various sectors including minerals, food, health, and consumer goods [1]. - Nearly 100 Australian companies are participating for the first time, with 30 of them entering the Chinese market for the first time [1]. Group 2: Economic Impact - The Australian Trade and Investment Commission reported a total transaction value of approximately 3.77 billion AUD (around 14.82 billion RMB) during the expo [2]. - Live streaming has significantly enhanced the visibility and sales potential of Australian products in the Chinese market, with one product's sales increasing fivefold due to live demonstrations [3]. Group 3: Live Streaming as a Tool - Live streaming has become an integral part of the CIIE, with companies utilizing it to engage with consumers and showcase products in real-time [3][5]. - The live streaming initiative has attracted a viewership of nearly 33 million for online broadcasts, indicating a strong consumer interest and engagement [5]. Group 4: Future Prospects - There is an expectation for increased commercial cooperation between Australia and China, with live streaming seen as a key strategy for Australian companies to adapt to market trends [3][5]. - The CIIE is viewed as a significant platform for Australian products to expand their influence in China, with ongoing opportunities for innovation in cross-border cooperation [5].

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